A trucking company is considering purchasing new trucks that are powered by ethanol instead of diesel fuel. In terms of the buying center, the truck drivers who must make sure that the trucks' fuel tanks do not run out of fuel are the ________.

Question

Quizplus · Accepted Answer

The truck drivers are the users in this situation, as they are the ones who will actually be operating the trucks and using the ethanol fuel. The initiators are the individuals who first recognize the need for a new product or service (which may or may not be the truck drivers), the deciders are the individuals who have the ultimate decision-making power in the buying center, the buyers are the individuals responsible for actually making the purchase, and the gatekeepers are those who control access to information or decision-makers within the buying center.

A Trucking Company Is Considering Purchasing New Trucks That Are